72andSunny NY: Halo Top becomes the antidote for the relentless disappointments of adult life

March 7, 2019

Ice cream that’s not for children. Huge kudos to 72andSunny New York and Halo Top for finding a proposition for an ice cream brand that actually stands out.

And even more so for the campaign itself, which is very adult. The idea is that life sucks when you’re an adult, so adults need a lot of ice cream. The expressions of that are hilarious – and sadly, so relatable. The adult wisdom the spots impart include, that a mortgage is “like waterboarding, only you do it to yourself,” “Love is an illusion and we all die alone,” and “every day we die a little bit more.”

Oddly, the campaign is a lot safer than the work that launched the brand in 2017, although those commercials also cut through the clutter and made you want to eat ice cream – just in their own, utterly bizarre way.